Philip VanDusen, Principal of Verhaal Brand Design
Philip VanDusen has over 20 years of experience in strategic branding, graphic design and product development for some of the world's most successful global retailers and consumer products companies. He possesses a unique blend of expertise gained from leading branding initiatives from both the client and agency perspectives.
Philip is the Principal of Verhaal Brand Design, a strategic design & brand consultancy. The consultancy specializes in visual identity system design, brand strategy, innovation, consumer insights, trends and marketing. VBD has broad industry expertise with concentrations in new brand development, personal branding, fashion retail and consumer packaged goods.
Previously, Philip held the position of Vice President, Head of Design for Global Snacks at PepsiCo where he was responsible for the identification, creation, management, and execution of comprehensive brand design strategies that had a major impact on the growth of multibillion dollars brands across the global Frito-Lay brands portfolio including: Lay’s Potato Chips, Doritos, Cheetos, Sun Chips, Tostitos, Sunbites, Grainwaves and Twistos.
Prior to joining PepsiCo, Philip was the executive creative director at Landor Associates Cincinnati office. Philip’s work spanned brand strategy, insights driven design, brand and corporate identity, consumer packaging, branded environments, digital branding and new business development. His clients included Procter & Gamble, Kraft Foods, Merck, Sysco Foods, GE Honda Aero Engines, Petsmart and National Geographic.
Philip has also served as executive creative director of the San Francisco office of Anthem Worldwide where he oversaw brand development and design strategy for clients such as Safeway, Chevron, Avery Dennison, Levis Strauss & Co., Petsmart, Diamond Foods, Microsoft, Campbell’s, Sports Authority and Johnson & Johnson.
In the world of fashion, Philip served as Vice President of Graphics and Packaging at Old Navy where he was responsible for the strategic direction and design of graphic products, packaging, color and trend. While at Old Navy, Philip led the launch of Old Navy’s first licensed product partnerships with clients including Disney, Sony and Paramount. Old Navy, the most successful retailer in history, reached $1B in sales in under 5 years.
Designs created under his leadership have garnered awards such as the Communication Arts 2011 Best Design Award for Packaging, 2010 ExTracts Award for Best Packaging, and been featured on the cover of Packaging Digest Magazine. He has also served on the advisory board of Package Design Magazine and been a contributor to BrandPackaging.com.
Philip completed Harvard Business School’s Business Perspectives for Creative Leaders, received a BFA from The Kansas City Art Institute and an MFA from Tyler School of Art.